Ads to Art: James Chappell Brings Cinema to Branded Content with Clockwork Films

When James Chappell talks about advertising, it doesn’t sound like he’s describing commercials. Instead, he speaks of cinematic worlds, visceral emotions, and work that feels at home at a film festival.

For the two-time ARIA Award-winning director, the line between advertising and filmmaking isn’t just blurred — it’s nonexistent.

"The best commercials feel like they belong in a film festival, not just a media buy," he says.

This philosophy has defined his career, from directing music videos to creating campaigns for brands like eBay, Subaru, and Westfield, as well as promos for shows such as ‘The Voice’ and ‘Australia’s Got Talent’.

The latest director signed to Clockwork Films’ roster, James is eager to push creative boundaries even further.

"From my first conversations with Aborah [Buick, EP] and the team, it was clear they weren’t just looking to fill a roster spot — they wanted to build something together," James says.

Aborah added, "We’re already in production on our first brand campaign with James, and we couldn’t be more excited for what’s ahead..”

James’ journey into filmmaking began with music videos, where he honed his ability to tell stories through bold visuals and unconventional techniques.

"Music videos are pure creative instinct — they’re about feeling over formula, where you can be abstract, surreal, and completely break the rules," he explains.

This foundation shaped his signature style, which draws inspiration from genre filmmaking — horror, sci-fi, and action — as well as photographers like Gregory Crewdson, who tell entire stories in a single, meticulously crafted image.

For James, the best commercials don’t just sell — they entertain, provoke, or leave an impression.

"The trick is making work that audiences want to watch — not something they feel forced to sit through," he says.

His approach to balancing creative vision with clients’ needs is both strategic and collaborative.

"You have to earn trust first," he explains. "If a client knows you understand the brand, the audience, and the goal — but also how to push it further — they’re far more likely to give you the space to do your thing."

James’ upcoming projects outside of the ad world are reminders of his focus on storytelling.

His short film ‘Shelly’, set to premiere at the Cannes Short Film Festival, explores themes of loneliness, connection, and man versus nature through a uniquely Australian lens.

"Shelly is my version of Jaws, but set in an Australiana world," he says. "It’s about taking that sense of isolation, survival, and filtering it through a uniquely Australian lens."

He is also developing his debut feature film, a sci-fi horror set entirely in a nightclub.

"It’s a hedonistic, neon-drenched fever dream where the club itself is a kind of organism, and the people inside slowly realise they’re not just partying… they’re prey," he describes.

With his partnership with Clockwork Films, and a slate of ambitious projects on the horizon, James wants to leave his mark on both the advertising and filmmaking worlds.

"The best projects are the ones where everyone walks away feeling like they won," he says. "The agency sees the brand elevated, the client feels confident in the messaging, and as a director, you’ve created something that doesn’t just sell — it resonates."

"It’s an exciting time to push boundaries — whether that’s in commercials or feature films.I just want to make work that feels alive, immersive, and unforgettable."